Introducing the “Calories Per Gram” Label to Promote Healthy Food Choices

We propose the use of a “Calories per gram” label to mitigate consumers' propensity to caloric framing biases and to promote healthier choices. We show that using this label leads to choosing healthier items even when an unhealthy item has fewer calories due to a smaller featured serving size.


Julio Sevilla and Brian Wansink (2016) ,"Introducing the “Calories Per Gram” Label to Promote Healthy Food Choices", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 53-58.


Julio Sevilla, University of Georgia, USA
Brian Wansink, Cornell University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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